Toolkit For EDD

EUROPEAN
DONATION
TISSUE
ORGAN
DAY To o l k i t fo r Eve nt O rga n i ze rs
“This publication arises from the project “Developing Guidelines for

the Organisation of a European Donation Day” which has received
funding from the European Union in the framework of the Health
Programme.”
T.
EUROPEAN
DONATION
TISSUE
ORGAN
DAY To o l k i t fo r Eve nt O rga n i ze rs
Edited by Danica Avsec and Jana Šimenc

European Donation Day: Toolkit for Event Organizers
Edited by Danica Avsec and Jana Šimenc
Publisher
Institute for Transplantation of Organs and Tissue of the Republic of Slovenia,
Slovenija-transplant, Zaloška 7, SI-1000 Ljubljana
Contributors
Danica Avsec, Pavel Brezovsky, Mirela Busić, Gorazd Čebulc, Boštjan Kušar, Ludovit Laca,
Bernarda Logar Zakrajšek, Branka Malnar Grubišić, Ferdinand Mühlbacher, Marina Ratković, Jana Šimenc
Lector
Jean McCollister
Recenzent
Prof. dr. Eldar M. Gadžijev, MD
Layout and design
Vesna Žerjal
Printed in Slovenia
Cicero Begunje, d.o.o. Printed in 750 copies.
©2011 Slovenia Transplant. All rights reserved.
“This publication arises from the project “Developing Guidelines for the Organisation of a Euro-
pean Donation Day” which has received funding from the European Union in the framework of
the Health Programme.”
The publication is also available electronically and can be downloaded at www.europeandonationday.org
CIP - Kataložni zapis o publikaciji

Narodna in univerzitetna knjižnica, Ljubljana
616-089.843
EUROPEAN donation day : toolkit for event organizers /

[contributors Danica Avsec ... et al.] ; edited by Danica Avsec and
Jana Šimenc. - Ljubljana : Institute for Transplantation of Organs
and Tissue of the Republic of Slovenia, Slovenija-transplant, 2011
ISBN 978-961-91156-1-9
1. Avsec, Danica
255275520
ISBN 978-961-91156-1-9
ACKNOWLEDGEMENT
T he authors of EUROPEAN DONATION DAY: Toolkit for Event Organizers would like
to express their great gratitude to Dirk Meusel (EAHC-Health Programme) for
project guidance and much sound advice and to Silvia Perel-Levin for her gener-
ous help and valuable suggestions in the course of the development of the toolkit.
Special thanks go to the following people: Jean Marc Spiesser, Marie-Emmanuelle

Behr-Gross and Marie Odile-OTT (EDQM, Council of Europe) for valuable assistance;
Axel Rahmel and Arie Aosterlee (Eurotransplant International Foundation) and Günter
Kirste (Deutsche Stiftung Organtransplantation) for generously sharing their wealth
of professional knowledge and experience along with making the project discussions
more stimulating.
Last but not least we would like to give sincere thanks to Philippe Morel for his valu-
able support during the development of the idea and input at the 2009 project confer-
ence in Ljubljana.
CONTENTS
Foreword
1 INTRODUCTION 1 - 3
1.1 Who is the toolkit for 1
1.2 Why the toolkit 3
2 BACKGROUND 4 - 12
2.1 Facts and figures 5
2.2 Transplantation medicine in the public eye 7
2.3 Objectives of European Donation Day 9
2.4 Target groups of European Donation Day 10
2.5 When to celebrate European Donation Day 11
3 PLANNING OF THE EVENT 13 - 25

3.1 Collect information 14
3.2 Form the EDD committee and mobilize the community 15
3.3 Mark the date and place 18
3.4 Technical aspects of the event 20
3.5 Financing the EDD celebration 22
CONT
RECOMMENDED ACTIVITIES 26 - 34
4.1 Recommended activities for the public 27
4.2 Recommended activities for professionals 32
5 PROMOTION OF THE EVENT 35 - 51
5.1 Logo and slogan 36
5.2 Website 37
5.3 New media tools and social networks 39
5.4 Working with the media 44
5.4.1 Press conference 46
5.4.2 Editorials 49
5.5 Celebrities 49
5.6 Lighting in green 49
5.7 Promotional materials 50
6 EVALUATION 52 - 58
6.1 Examples of the evaluation 53
6.2 EDD survey 2010 55
7 REFERENCES 59 - 61
8 ADDITIONAL RESOURCES 62 - 67
8.1 Check list 62
8.2 Useful websites 63
8.3 Examples of press kit, posters, leaflets, promotional materials 64
ENTS
FOREWORD
P romotion of transplantation medicine and increasing public awareness of the do-

nation of human body parts for treatment is a challenging task. It is also one of
the priorities of the European Commission Action Plan for Health (2009-2015). Al-
though the promotion and communication with the general public about the subject is a
multilevel and ongoing activity, there was a need to establish one day dedicated specifi-
cally to organ and tissue donation and transplantation in order to attract more attention
to the issue, disseminate credible information and sensitize the public.
I would like to express my great pleasure that with the general support of the EDQM
of the Council of Europe and the financial support of the EU Health Programme, our
institute, Slovenia Transplant was able to fulfil the aim of increasing public awareness
by leading the celebration of European Donation Day in several European countries. The
initiative was realized through the project Developing Guidelines for the Future Organi-
zation of a European Donation Day and I would like to thank all partners in the project
for their wonderful cooperation.
It is a privilege to share our experience and knowledge in the main results of the project
European Donation Day: Toolkit for Event Organizers, which aims to provide the appro-
priate framework on a European level, which is currently lacking. We expect that the
guidelines will be a useful tool for the organization of future celebrations of European
Donation Day. Through this event the general public, health care professionals, media
and political audience should be addressed. They all play a crucial role in the further
development of efficient treatment with transplantation.
We hope and believe that a joint celebration throughout Europe offers the possibility to
maintain honest and trustworthy communication between health professionals and all
other target groups. Communication between experts working in a technically demand-
ing branch of medicine and the majority of people who have doubts about medical in-
terventions and in understanding the very thin line between life and death is fragile and
complex.
We hope that over time European Donation Day will become a well-known and estab-
lished event, which will help raise trust, public awareness and contribute to greater pub-
lic participation in organ and tissue donation.
I wish you all much success with the organization of a European Donation Day.
Danica Avsec, MD
Project manager and director of Slovenia Transplant,
Institute for Transplantation of Organs and Tissues of the Republic of Slovenia
1. INTRODUCTION
1.1 WHO IS THE TOOLKIT FOR
T hese guidelines are intended to help and support future organizers of the event
called European Donation Day (EDD). The toolkit has been developed for health
care professionals, educational organizations, institutions and governmental
agencies interested in organizing European Donation Day celebrations. Policy makers
at all levels will also find the guide useful when spreading the message regarding organ
and tissue transplantation and donation.
European Donation Day is a shorter name for European Day for Organ Donation and Trans-
plantation. Tissue and cell donation and transplantation are integrated in the concept of the
day as well.
The shorter version “European Donation Day” for the event was chosen deliberately. The
world “donation” does not immediately indicate body parts donation. Besides the title Eu-
ropean Donation Day offers space to play with meanings and words and stresses the philan-
thropic character of organ donation.
The toolkit is based on the evaluated experiences of previous European and World
Donation Day organizers. It is, however, for the most part a product of the profound
collaboration of an interdisciplinary consortium in the EU-funded project “Developing
Guidelines for the Organization of a European Donation Day”(2009-2011).
The main goal of the project was to develop and test a framework for the organization
of the EDD celebration and to evaluate its awareness-raising potential. Different sce-
narios and methodologies were examined during the project lifecycle.
Distinguished professionals from Slovenia, Austria, Slovakia, Croatia, Czech Republic,

Georgia, Eurotransplant International Foundation, and the European Directorate for
the Quality of Medicines and Health Care (EDQM) of the Council of Europe participated
in the project.
1
The engagement and contributions of collaborating partners from Serbia, Bosnia and
Herzegovina, Montenegro and Georgia were also of great value. Consultations with
prominent external advisors added significantly to the achievements of our goals. Proj-
ect activities have been monitored by the European Executive Agency for Health and
Consumers (EAHC).
Picture 1
Project team during the lively
discussion at the working meeting
at Otočec (Slovenia) 2010
The toolkit will give you enough practical suggestions, ideas and possible strategies to
adapt an EDD celebration to your organizational needs and financial possibilities. Dur-
ing the development of the guideliness the political, economical and cultural specifics
of different countries have been taken into consideration as well.
2
1.2 WHY THE TOOLKIT
Since no extensive tradition or guidelines for the organization of the EDD celebration
exists, the following toolkit aims to fill the gap. The EDD celebration is seen to become
a primary awareness-raising “voice” and event regarding organ and tissue donation
and transplantation in Europe.
A unified European Donation Day on organ and tissue transplantation could help raise public
awareness, enhance a positive attitude towards organ donation and potentially augment the
number of organ donors.
A brief look at the history of the event shows that European Donation Day was founded
by Prof. Philippe Morel, head of Visceral and Transplantation Surgery at the University
Hospital of Geneva. He introduced the first celebration in Geneva in 1996 with the sup-
port of the European Directorate for the Quality of Medicines and Health Care (EDQM),
Council of Europe. Prof. Morel’s idea and motivation for the organization of the event
were to raise awareness about organ donation among different target groups, espe-
cially policy makers and politicians.
“Transplantation is a unique moment in the medicine, where life of the patient depends on a
wish or will of another person.”
Prof. Philippe Morel, the founder of European Donation Day
In 1998 the Council of Europe took over the organization of European Day for Organ
Donation and Transplantation, and also established the practice that each year a dif-
ferent member state hosted the main event. Later on, the concept of accompanying
“satellite celebrations” grew into having equally important simultaneous events.
So far the celebration in Berlin (Germany) 2009 was one of the most successful events.
3
2. BACKGROUND
2 BACKGROUND
T ransplantation medicine is a very dynamic medical discipline. In recent decades

it has made enormous progress and has shown great success. Advances in tech-
niques and the development of improved immunosuppressive drugs have made
it possible to successfully transplant several solid organs, the pancreas, small bowels
and tissues into an increasingly larger number of patients.
Five-year survival rates for most organs are now at least 70%.
However, the major obstacle in transplantation medicine remains the shortage of or-
gans. Although the number of performed transplants is rising, it is not possible to keep
pace with the expanding waiting list of patients. Recent estimations by the EDQM,
Council of Europe, show that in Europe more than 56,000 people are waiting for the
transplant of a suitable kidney, heart, lung, tissue, etc. Every day twelve of them die
due to the lack of available organs (http://www.coe.int/t/dc/files/events/2010_journ-
ee_don_organes/default_EN.asp).
Figure 1
Nr. of Nr. of Nr. of

YEAR patients on transplants living
a waiting performed donors
list
1969 450 109 9
2006
Almost
12 000 4500 1000
Figure 1
Comparison of number of patients on a waiting list for a kidney in Europe and number of transplants performed in
the year 1969 and 2006. The waiting lists for the proper organ or tissue are longer than ever before.
Source: http://www.aboutoperations.co.uk/organ-donation-facts-figures.html.
total
transplant in
numbers
4
17886 6687
(18,7% L D) (3,1% L D) 2090 1418 779
2.1 FACTS AND FIGURES
Several studies demonstrate that the majority of the European public supports the
idea of organ donation. But there is a vast gap between the idea and public participa-
tion, since the number of organ donors is by and large in decline. Nearly all European
countries are faced with the challenge of how to increase public participation.
The European average is around 16 deceased donors per million population (pmp),
which is considered a rather low rate. Nonetheless, there is significant variation in or-
gan donation rate in European countries (see Figure 2). One of the most successful
countries in Europe is Spain, with 34.4 deceased donors pmp. On the other hand, some
member states (e.g. Bulgaria) achieve only 1.5 donor pmp.
These numbers reflect the specific features of a country, such as different professional
traditions and organization, diverse political, economic, legislative and socio-cultural
practices, and varying level of engagement in the field of organ donation and trans-
plantation.
Figure 2
Annual rate of deceased organ donors per million population in Europe for 2009
Source: Newsletter Transplant Vol. 15, N°1, September 2010, p. 6.
5
Nr. of Nr. of Nr. of
YEAR patients on transplants living
a waiting performed donors
list
1969 450 109 9

The European Donation Day survey about public awareness conducted in 2010 during the
project “Developing Guidelines for the Organization of a European Donation Day” showed
that 64%-73% of respondents (in respective countries) support organ donation. But when it
comes to a personal decision only 20%-38% of respondents reported deciding to become an
organ donor after death (for more about the survey, see the section 6.2. EDD survey 2010).
2006
Almost
12 000 4500 1000
One of the responses of European health policy in how to address these challenges is
included in the Action Plan (2009-2015) launched by the Commission of the European
Communities. The Action Plan on Organ Donation and Transplantation states a number
of priorities, including “increasing public awareness”. The EDD celebration is seen as an
important annual event that could help achieve this goal of the Action Plan.
The most frequently transplanted organs are kidneys, livers, hearts, lungs and pancreas. The
most frequently transplanted tissues are skin, heart valves or arteries, bone marrow, bones
total and cornea.
nsplant in Source: http://www.edqm.eu.
numbers
17886 6687
(18,7% L D) (3,1% L D) 2090 1418 779
Kidney Liver Heart Lung Pancreas
Figure 3
Total transplants in numbers, European Union key figures for the year 2009; N=27 COUNTRIES: 500 million inhabitants
Source: Newsletter transplant, Vol. 15, N°1, September 2010
6
2.2 TRANSPLANTATION MEDICINE IN THE PUBLIC EYES
“Organ transplantation depends on a social contract and a social trust,

without which it simply cannot exist” .
Scheper Hughes, 2001: 59
Confidence in the national health care system plays a crucial role in increasing the
donation rate. Regular public opinion analyses on a national and European level (Eu-
robarometer, 2009 et al) confirm that people in contemporary individualistic and capi-
talistic societies are losing trust not only in biomedicine, but in religious and political
authorities as well.
Many leading philosophers of the postmodern era (Lyotard 1979, Welch 1993, and
Rorty 2000, to name a few) talked about the collapse of “grand narratives” and systems
like religion, politics, and biomedicine. This current socio-cultural context adds to the
less than encouraging feelings and beliefs that the public holds regarding organ dona-
tion and transplantation, which results in the public’s non-participation. People are
sceptical about the fairness of the waiting lists for organs.
One of the most important factors that influences the organ donation rate is social awareness.
In addition, individuals seeking information about organ donation on the internet can
be easily put off due to the numerous misleading and simplified forum debates and
articles about organ “harvests”.
Another factor contributing to the poor image of transplantation medicine is the me-
dia, which in the search for higher publicity often publish spectacular and shocking sto-
ries about organ trafficking. Campion Vincent (2005) has conducted an anthropological
study of some familiar narratives about body parts abuse in the media. She found that
most of them could not be confirmed either by the police, court or the authors of the
articles. On the contrary, the highly emotional and horrific stories have become con-
temporary urban legends which tend to reproduce public fear.
7
What is more, transplant medicine has a particular place in the popular mind. It en-
compasses complex questions about life and death, conflicting cultural values about
the body, concepts of personal identity and dilemmas regarding the limitations of tech-
nological medical development. It uncovers new terrain for understanding the bound-
aries of the self and dying.
In order to respond to above-mentioned ideological disjunctions, the public needs to

be addressed about organ donation issues in a credible, professional, trustworthy, and
highly ethical manner. And most importantly, people should be encouraged to think
and reflect more about organ and tissue donation.
8
2.3 OBJECTIVES OF EUROPEAN DONATION DAY
The main goals and objectives of a unified European Donation Day celebration are:
• To raise public awareness in the field of organ and tissue donation and transplantation.

• To acknowledge all the people involved in the transplant process (transplant pa-
tients and their families, organ donor families, health care professionals).
• To establish trust among the general public towards responsible, ethical, non-com-
mercial and professional organ and tissue donation and transplantation.
• To share and discuss challenges and innovations in transplant medicine among

health care professionals.
• Over the long term to increase the number of organ and tissue donors; with con-
tinuous and yearly repetitive EDD events we can achieve a bigger impact.
European Donation Day is the primary European awareness raising event about the organ
and tissue donation and transplantation. With a common vision and clear European strategy
in the preparation of the EDD we can achieve grater success in awakening the hidden poten-
tial of the organ donation.
9
2.4 TARGET GROUPS OF EUROPEAN DONATION DAY
Organ transplantation is a very complex process that needs the intense cooperation
of several partners. With the European Donation Day celebration we try to address all
these partners and authorities that shape health policy.
Therefore the main target groups of European Donation Day are:

• The general public
• Health care professionals
• Politicians
• Policy makers
Moreover, the EDD evaluation survey conducted by Slovenia Transplant in 2008

showed that the celebration sensitized the public to the issues of organ donation to
cure life-threatening diseases. A similar but improved EDD survey 2010 was conducted
by the partners during the mentioned project. The results showed that the celebration
not only sensitized the public, but also informed them in significant ways about organ
donation.
Therefore, the recommendation for organizers is to focus on the general public as the
main target group.
People should be encouraged to speak and think about organ donation and transplantation.
They should be informed of how important it is to communicate one’s wishes to relatives.
10
2.5 WHEN TO CELEBRATE EUROPEAN DONATION DAY
Traditionally, since its first celebration in Geneva in 1996, EDD has been held in Oc-
tober. In order to achieve the biggest impact among the general public, to the extent
possible events should be held in different European countries on the same day. The
steering committee and advisory board of the project “Developing Guidelines for the
Organization of a European Donation Day” has proposed holding the event on the sec-
ond Saturday in October.
Towards a unified European Donation Day: the second Saturday in October.
In case the second Saturday in October overlaps with another event, check if it is com-
patible with the message of European Donation Day. Join forces! But do it wisely. In our
opinion, army parades and purely commercial events are not compatible with organ
donation issues.
If you already celebrate your local National Donation Day, try to adjust the date and celebrate
it on European Donation Day. We suggest that simultaneous European Donation Day celebra-
tions in different European countries will have greater impact on the global community.
11
Notes notes notes notes notes notes notes notes notes notes
12
3. PLANNING OF THE EVENT
3 PLANNING OF THE EVENT
I n this section we make suggestions for how you can carry out the organization of
the celebration. Many steps are interrelated and may take place concurrently or
sequentially.
For the successful development of all organizational activities and the final event,
we suggest you start thinking about the organization approximately one year before
the celebration. However, much of the work is concentrated in the last two or three
months before the event. Therefore it is important that one person is able to work full-
time on the organization of the event for at least that period. You can cooperate with
civil society groups and volunteers to help you on preparation. If the budget allows,
you can outsource some activities (e.g. promotion, communication with media).
Schedule your activities and try to respect deadlines from the outset.
• Maintain high universal ethical standards throughout the process.

• Keep the non-commercial and humanitarian tone of the whole event.
• Keep in mind the great sensitivity and complexity of the processes of organ and tissue
donation and transplantation.
13
3.1 COLLECT INFORMATION
Being informed about the medical, cultural, political and legislative context of organ
and tissue donation and transplantation in your country/community will help you in
shaping the structure of the event. Check important sources, literature, statistics and
web pages (see the section 8.2. Useful websites for some support).
Look for success stories and use them in spreading the message.
It is also important that you check what your possibilities for the organization of an
EDD celebration are.
14
3.2 FORM THE EDD COMMITTEE AND MOBILIZE THE COMMUNITY
The working team is a crucial part of organizing the event. You should form a dynamic
and diverse organizational committee. Invite people of various backgrounds, different
ages and professional profiles to join the committee or advisory board. Their expertise,
contacts and competences will help you create a successful event.
These people could be politicians, school teachers and representatives, nurses, doc-
tors, youth groups, medical students, academic and research institutions, civil society
organizations, religious leaders and pensioners, to name a few. Approach the national
local authorities and ask for their involvement and support. They can assist a lot in
organizing and shaping the event. Make all the members of a committee feel they are
part of the event.
Do not forget to include transplant patients and their associations in the EDD organization
process from the start. Consider their experience and knowledge.
Give them space and opportunity in the celebration to share their stories. In our experience,
patients’ associations are especially reliable and important partners in the organization of
European Donation Day.
Plan regular working meetings with the members of the committee; motivate them to
get engaged in the event by distributing the roles among the community.
INCLUDE VOLUNTEERS
You will have a more successful event if you include volunteers to help. Based on ex-
perience, a big event cannot be successful without volunteers who help at different
stages of the process as reliable partners. They can be involved in the work process as
guides at the venues, informants, network connections, city performers, new media
promoters (using web networks like Facebook, Twitter), etc. Medical and pharmacy
students have so far always shown themselves to be of valuable help in the organiza-
tion of the celebration. As already mentioned, you can include them in the organizing
committee or advisory board.
15
PATRONAGE OF THE POLITICAL AUTHORITIES
It would be of added value to the EDD celebration if you manage to organize it under
the patronage of the highest political authorities in the country or your local commu-
nity. Significant opinion makers can support you by spreading your message. They can
also support action programmes or push forward possible legislative changes in trans-
plantation processes. As already mentioned, you can include them in the committee.
They can be presenters or participants (in sports or other activities) at the celebrations.
If they cannot be present at the event, you can use video messages and support state-
ments as well.
If you have the highest political authorities (e.g. president) attending the event, you
will need to cooperate with the protocol office. They will give you detailed information
on how to organize, for example, the opening of the event with the president present.
Example The EDD celebration in Ljubljana (Slovenia) 2008: the professional symposium was
held under the patronage of the Slovenian president Danilo Türk, who formally opened
the event.
Picture 2
The members of the CD-P-TO
working group at the Ljubljana
conference. In the first row,
standing in the centre is Slovenian
President Danilo Türk. On the right
next to him Danica Avsec followed
by Philippe Morel and on the left
side of the president is Bruno
Meiser followed by Jasna Vončina
16
DO NOT FORGET THE YOUNGER GENERATION
Special attention at the celebration should be given to young people. Invite them to be
on your committee from the start. Younger people have been shown to be good facili-
tators of the discussion on organ donation in the family (Wenger, Szucs 2010, Smith et
al 2004).
One option to attract the involvement of younger generation is to motivate them

through new media channels (for more, see the section 5.3 New media tools and social
networks).
Six months prior to the EDD, Austrian organizers launched an art competition in sec- Example
ondary schools (for pupils aged 14-17). The slogan of the art contest was: “give so the
others may live”. Children were invited to produce posters in the size 50x70 cm and
were allowed to use art techniques of their choosing. The Austrian organizers received
370 pictures, of which 12 were selected for the awards ceremony.
The winners received a certificate and about 40 EUR each.
Picture 3,4
Selected works of
the high school
children produced
during the art
competition
17
3.3 MARK THE DATE AND PLACE
When you will build a working group, start planning the event.
Mark the date of celebration: second Saturday in October!
Together with the committee decide on the location of the celebration. Choose theme-
appropriate and prominent, well-known city locations (try to avoid shopping centres).
We suggest that you prepare an outdoor event that is open for everybody.
If you choose the most famous and prime location city streets, you may need to ar-
range the area’s closure to traffic.
Example The EDD celebration in Berlin (Germany) 2009 was organized in front of the Branden-
burg gate. Many city streets were closed and traffic was blocked due to the event. What
is interesting is that constant radio announcements about the traffic arrangements and
why the streets were closed contributed a lot to the promotion of the event.
Picture 5
The celebration in Berlin (Germany) 2009
18
You do not have to limit the celebration to one city in the country. On the contrary,
simultaneous celebrations at several locations in the country are proven to be very
attractive. You can even think about connecting the locations with sports or cultural
events or through new media channels.
In Slovenia (2010) the celebration took place in two cities: Ljubljana and Murska Sobo- Example
ta. Murska Sobota holds a symbolic value: with its donor hospital it is the most remote
transplant unit in Slovenia. A common celebration bridged the geographical distance.
CELEBRATION AND THE ENVIRONMENT

Throughout the celebration try to think of the environment.
• Use recycled materials
• Install sufficient rubbish bins along the way
• Leave the venues clean and tidy
19
3.4 TECHNICAL ASPECTS OF THE EVENT
After the permission for the location has been given, it is necessary to define a general
framework of the programme and all activities. The programme of the event should
not be overloaded. Also be flexible and prepared for unexpected changes in the pro-
gramme during the event.
Don’t forget to obtain all authorizations needed for the event in a public area. Inform
the local police station about the event. Also don’t forget about other security mea-
sures (check the city legislation).
Depending on the activities of the programme organize the required technical equipment.
Power supply is essential. The public event is intended for more than a hundred people
to attend, so a sound system with adequate power will be needed. The strength of
the power supply needed will depend on the sound system and the number of micro-
phones.
Public events that include cultural and sports activities will definitely need a proper
stage. Pay special attention to the visible position of the stage.
SAFETY MEASURES
Whatever you organize, do not forget about safety measures.
Enquire about legal regulations concerning crowd control, first aid, fire brigade and ambu-
lance presence.
You will probably also need stands which will serve as information and presentation
“rooms” for different associations and communities involved. By visiting different
stands the audience will have the opportunity to receive, for example, first hand infor-
mation from patients’ associations about life after the transplantation or from profes-
sionals about the possibility to register as a donor.
20
Venue: Central park Tivoli St. Nicholas
ural
Congress centre Patronage: Patronage:
event
Patronage: Premier of the government Auxiliary Bishop
Minister of health Purpose:
Speakers: Sports programme To remember all
International Cultural programmme deceased donors, their
National Art workshop families and experts who
Interviews work in donation and
Tree of life transplant medicine.
1 2
If you organize outdoor sports activities, don’t forget about a changing room for par-
ticipants in case of bad weather. 3
At the public events it will be of great help if you have stewards dressed in recognizable
clothing to help coordinate the crowd. We suggest you activate students for this task;
the number of stewards depends on the size of the event.
FIRST ACTION
MEETING PLAN DONE WORKING MEETINGS
9-12 months 6-9 months
before event before event
3 months weekly 1 week

before event before event
E
START DAY
D
Date Tasks
completed
Place Update List and ﬁnal
Document List of tasks Update List
Equipment draft of tasks of tasks agenda of
Einterteiners event (s)
Figure 4
Flow chart of planning the organization from the start
21
3.5 FINANCING THE EDD CELEBRATION
You need to think about the budget from the start. The EDD event does not need to be
a costly event; however, depending on your budget you can decide how to organize the
event. Although the organization of the celebration should be a low budget project,
this should not influence of the quality of the event. You might think how to make it a
collaborative event within your community. To avoid high costs, you can invite NGOs,
volunteers, performers and other organizations to help you at the celebration with
their skills, knowledge, acquaintances or resources, for a good cause.
The organization of the EDD celebration is a non-profit activity.
FINANCIAL PLAN
You should develop a realistic financial plan. Only with a good plan can you complete
the organization of the event without ending in red numbers. You can invite members
of the organizing committee into the process of budget planning, since they can facili-
tate the development with brainstorming and their experiences.
Your financial plan will help you identify:

• The unit costs for the labour
• Equipment and materials
• Amount of contingency needed
• Types of labour cost to be incurred during the project
Do not forget to include the costs for renting a hall (for the symposium) and a place for
the public event, permit fee, staff and administration, catering, organization of sports
or other accompanying activity, materials for the workshop, promotion and promo-
tional material, renting technical equipment, moderator, photographer (and/or video
documentation) , transmission of the event, renting other equipment (tent, stalls,
sound system, etc.), performers (in case they ask for payment; they may be willing to
perform for free), and miscellaneous.
22
HOW TO MOBILIZE RESOURCES
Governmental sources of funding can contribute to the organization (mainly the Minis-
try of Health, the national organization responsible for organ and tissue donation and
transplantation, and city resources in which the celebration will take place). A grant
from the Council of Europe is allocated yearly to the main host country. You might also
try approaching the National Lottery Fund, which every country owns and is often a
major source of funding.
SPONSORS AND DONORS

Try to look for responsible corporate sponsorship.
If you receive government funding, check the regulations regarding private funds.
In addition, you will need to look for financial or material donors and sponsors. Find
and identify possible donors and sponsors, and prepare a letter and proposal. The let-
ter should include a description of the event and what you can offer them. The pro-
posal must justify each item in the list of things you want, so that donors/sponsors can
decide if they want to provide a donation. If you have cooperated with some donors/
sponsors in the past, re-establish contact with them. It will help you if prepare a plan of
the event, and invite all potential sponsors to the presentation. In looking for donors/
sponsors, take into account several factors that may affect the funding:
• The season: the end of the year is not an appropriate time,
since all funds are already spent.
• Holidays: because of the absence of staff.
23
PHARMACEUTICAL INDUSTRY AND SPONSORSHIP
The EDD event should be an independent event and not a promotional event for a pharma-
ceutical company. However, if your financial needs can only be met by the pharmaceutical
industry, we suggest you include more than one company in order to prevent a conflict of
interest and to avoid monopolization of the event.
There are also few options for collecting donations at the event:
• Voluntary contributions: you can put out a box for voluntary contributions some-
where in a visible position.
• Sms donation: you can arrange with mobile phone operators the possibility for
the public to donate money by sending short messages from their mobile phones.
• Hold a raffle: organizations and businesses can donate items you can use in the raffle.
• Promotional material: you can prepare some promotional material to sell (for ex-
ample, special T-shirts, bracelets, bags, etc.).
Besides financial contributions, you can request donations of specific items, such as
food (bread, cake, biscuits, hot meals) and drinks (water, non-alcoholic drinks, tea, cof-
fee). Donors may also help by providing equipment, materials needed, or a venue (you
can approach city authorities for support). And don’t forget media sponsors who can
offer you (as a donation) free advertising of the EDD event.
THANK YOU LETTER
When the celebration is over, do not forget to send thank you letters to all who have con-
tributed to the success of your event: volunteers, artists, athletes, sponsors and those who
attended the professional symposium. It will be of great help if you prepare the general form
of the letter in advance.
24
25
4. RECOMMENDED ACTIVITIES
4 RECOMMENDED ACTIVITIES
B ased on our own experience as well as that of other organizers, there are several
ways to celebrate European Donation Day. The consultations and tests during
the project showed that some activities are more applicable in some countries
than others. We offer several suggestions on how to structure your EDD celebration.
Some cases of good practices have been selected. Choose the activities that will be in
accordance with your expectations and priorities.
Use your creativity and consider your financial and technical possibilities when forming
the programme of the celebration. Be inclusive while you develop the programme and
plan activities for people of all ages.
The programme of the celebration should be designed so as to disseminate positive and en-
couraging messages about organ and tissue donation and transplantation.
Remember that the activities are your opportunity to address the issue of organ and
tissue donation and transplantation to the public: open the debate and encourage
people to reflect on this specific medical intervention. Try to be respectful of different
opinions and respond to both positive and negative comments.
As the main purpose of the EDD celebration is to sensitize the general public and raise
awareness about organ donation, the key events of the celebration should be orga-
nized for the general public. However, health care professionals are also extremely im-
portant members in the chain and can help increase the donor rate. We strongly sug-
gest including a professional symposium on the programme (for more, see the section
4.2 Activities for professionals).
RECRUITMENT OF NEW DONORS

The EDD celebration should not include an open campaign for organ donation registration.
However, access to information should be well prepared and possibilities to register open.
26
4.1 RECOMMENDED ACTIVITIES FOR THE PUBLIC
Besides radio and TV shows/programmes, films (which are connected with the theme
of organ and tissue donation) in schools and universities, and newspaper and maga-
zines articles you can prepare in advance, you can shape your EDD celebration out of
the activities we suggest bellow:
A SPORTS EVENT
A run, a walk, a marathon or half-marathon, a football, hockey or basketball match
(e.g. between famous artists, sportsman, opinion makers and politicians or other prom-
inent members of the community), a street march.
Choose a very popular sport of your community. It is useful to concentrate on empha-

sizing the sporting activities and achievements of the transplant patients. They can be
seen as a demonstration of the success of transplantation medicine for the public. The
stories of people with real experiences usually touch the emotions of the public.
Example A very popular sports activity “Run for life and joy” is one of the main public events at
the EDD celebration in Slovenia, and has become a traditional part of the event. There
is no fee to participate. Participants can choose whether to compete or just run for fun.
However, timing is done for those interested in their achievements.
It takes place in the prominent venues of Ljubljana’s Tivoli Park. Several famous ath-
letes are always invited to attend the run and they are always happy to cooperate.
Picture 6, 7, 8
Start. Slovenian Prime Minister Borut Pahor (in the centre) expressed his commitment and support to organ donation
by participating in the event. Energy of the runners.
27
AN ENTERTAINMENT EVENT
(Open air) concert, sports, dance performance.
Top performers will attract greater public attention. The public likes to attend a good
programme for free.
Picture 9
Open air concert in Martin (Slovakia) 2010
Example
EVENTS/FACILITIES FOR THE CHILDREN

Art and other creative workshops, puppet theatre, trampoline at the venue.
When you organize an art competition, you can use a certain theme (e.g. “I am a do-
nor”) and engage school and kindergarten representatives in participating. Provide
some prizes for the winners. Keep in mind that you need to start an art competition
several months before the event.
Example
Picture 10, 11, 12

The product of children’s workshop at the
celebration in Ljubljana 2008
28
Example At the EDD celebration in Martin (Slovakia) 2010, the performances of rescue dogs
gained a lot of attention among the public; dogs “in action” attracted especially chil-
dren and the younger generation.
Picture 13
Rescue dog in action
STREET PERFORMANCE
Flash mob (a form of performance act when suddenly a large group of people appears
in a public space, performs some act for a brief time and then disappears) or street per-
formances.
In Zagreb (Croatia) medical students formed the simulation of a beating heart at the
main city square; in Tbilisi (Georgia) similar flash mobs took place.
Street activities are highly recommended because of low cost and short duration which
have a big effect on the public and interest of the media.
Example
Picture 14, 15
At the EDD celebration in Zagreb (Croatia) 2010 the organizers collaborated with the medical student association
CROMSIC (Croatian Medical Students International Committee). Students formed an attractive street performance
or a “flash mob”: they used bodies to shape a unique formation/simulation of a beating heart in the main city
square Bana Jelačiča. The performance gained a lot of media and public attention and was a great success for the
celebration.
29
A FORM OF INTER-RELIGIOUS SERVICE
You should invite all registered communities in the country and give them a chance to
participate.
With a form of inter-religious service you express acknowledgement to organ donors,

their families and all who are connected with the transplant process. We recommend
that you schedule the religious service at the end of your programme (on the Saturday
afternoon).
In Prague (Czech Republic) 2010 not only a holy mass, but also a gala concert of classical Example
music was held in the Church of St. Simon and St. Jude for patients on the waiting list.
Picture 16
Gala concert in the Church of St. Simon
and St. Jude
ACCOMPANYING ACTIVITIES
A raffle, a photo exhibition, planting of a tree, presentations by transplanted patients
and their stories, speeches by national experts, public discussion, round table etc.
30
Example In Vienna 2010 (Austria), the public was able to experience and explore “walkable or-
gans”. These gigantic anatomical imitations of the heart, lungs, kidney and other or-
gans that can be explored from the inside or outside are a way to gain attention and
educate the public.
Picture 17
“Walkable” organs gained a lot of attention among
the public in Vienna
Example In Tbilisi (Georgia) at the EDD celebration 2010, participants of the professional meet-
ing and public were invited to sign “the Tbilisi declaration”. This was a symbolic act
expressing support to altruistic and non-commercial organ donation.
Picture 18, 19
The host of the EDD event Gia Tomatze after signing the declaration and inviting all the participants of the event to
do the same. By the end of the day, the board was filled with signatures
31
4.2 RECOMMENDED ACTIVITIES FOR PROFESSIONALS
Transplant medicine is a rapidly developing science and practice. A symposium/semi-

nar/round table for health care professionals may add significance to your event. As
already mentioned, health care professionals are proven to be one of the most impor-
tant target groups of EDD since they are key opinion makers. Since intensive care unit
doctors are also responsible for a potential donor’s identification, the EDD celebration
should also be a way to express acknowledgment of their work.
Professional meetings should focus on an actual theme in transplant activity of the

country (legislation, ethical issues, improving organ donor rates, etc.). The topic of the
event for experts should be in line with the leading theme/slogan of the celebration.
You can organize either an international or national event for professionals.
Based on our experience, we suggest you put the expert meeting on the schedule on
the Saturday morning. Try to obtain the patronage of the national Ministry of Health.
Think about the location of the meeting, which needs to be close to other public out-
door activities.
How to combine the activity for health professionals, politicians, patients’ organiza- Example
tions and interested public: in Prague (Czech Republic) 2010 the organizers held a “par-
liamentary seminar” in the Plenary Hall of the Parliament building. Well-known Czech
representatives in the European Parliament and authorities in the field of transplanta-
tion medicine in the country talked about the newly adopted Directive on Safety and
Quality of Organ Transplantations and its anticipated impact on Czech legislation and
transplantation practice.
Picture 20
Speech by a politician at the expert meeting in the
Czech Parliament
32
Congress centre
Patronage:
Minister of health
Speakers:
International
National
Example SCHEDULE OF THE EVENT

IN SLOVENIA 2010
SOCI
AL EVENT sp
ort
sa
n
2.
dc
Venue:
1.
ult
Central park Tivoli
ural
ERT MEETING Patronage: -RELIGIOUS SERVI
EXP TER CE
event
PremierIN of the government
Venue:
St. Nicholas
Sports programme
Venue: Patronage:
Cultural programmme
Congress centre Art workshopAuxiliary Bishop
Patronage: InterviewsPurpose:
Minister of health Tree of lifeTo remember all
Speakers: deceased donors, their
International families and experts who
National work in donation and
From 11.00 to 16.00
transplant medicine.
PROGRAMME FOR THE PUBLIC
• “Run for life and joy” (8 km)

From 8.30 to 10.30
L EVE • “Walk for life and joy” (2 km)
A NT sp
SOCIFOR PROFESSIONALS
SYMPOSIUM ort • Planting the tree of life
sa
n (under the patronage of the Mayor
dc
Venue: of Ljubljana and with the cooperation

ult
Central park Tivoli
3.
of patients’ associations)
ural
Patronage: • Music programme

ERT MEETING LIGIOUS SER
event
EXP Premier REof VIC

the government
TER- E • Workshops for children
IN (theme: life and joy)
Venue:
Sports programme
St. Nicholas • Interviews with recipients of
Venue: Cultural programmme
Patronage: transplanted organs and tissues
Congress centre Art workshop
Auxiliary Bishop • Presentation of patients’ associations
Patronage: Interviews
Purpose: • Awards for winners of medals from the
Minister of health Tree of life
To remember all World sports games for transplanted
Speakers: deceased donors, their
International patients
families and experts who
National • Awards for the winners of “Run for joy
work in donation and
and life”
transplant medicine.
• Goulash and cake for all
From 17.00
AL EVENT sp
SOCI ort
sa 33
n
dc
Venue:
ult
Central park Tivoli

ur
34
5. PROMOTION OF THE EVENT
5 PROMOTION OF THE EVENT
E ffective promotion of the event is extremely important. The success of the cele-
bration depends on a good promotional strategy. Your promotional strategy
should be a multilevel action addressing all target groups from the start. Note
that together with the promotion of the event itself you are promoting donation of
organs and other human body parts for treatment.
There are many ways of using available communication channels. For example, for
the distribution of information to the public you can decide to use leaflets, posters,
“under” and “below the line” activities, guerilla marketing etc. “Under the line” is an
advertising technique by which we attract the mass media: this approach includes TV
and radio advertising, print advertising and internet banner ads. If you want to focus
on direct means of communication (e.g. mail, email using a targeted list of names), you
will use “below-the-line” advertising. Guerilla marketing is about using unconventional
means to achieve conventional goals. It is about using creativity, innovation, commu-
nity and relationship instead of big budgets.
Promotion of the European Donation Day event should stress the fundamental principles
of organ donation and transplantation: solidarity, non-profit orientation, social awareness,
gratitude and compassion.
If your budget allows you, choose a PR agency for the promotion of the event. If your
budget is limited, here are some suggestions you could follow.
For a start, decide who is going to be the contact person for public relations. The
spokesperson should be a competent public speaker, well-informed and always avail-
able for interviews. Mention the contact of the spokesperson at a visible place in your
promotional material, letters to sponsors and website.
35
5.1 LOGO AND SLOGAN
For the promotion of your event you need a logo and a slogan. The Council of Europe
offers a common logo for the next celebrations of the EDD. Use the proposed logo; if
there are country specifics, add the communal logo to the local one (use both). With a
communal logo we graphically demonstrate a sign of European solidarity. Logos have
to be visible on all printed and web documents, promotional and press materials.
Example SLOGANS ORGANIZERS HAVE USED AT THEIR CELEBRATION
Austria: Give so others may live.

Slovenia: Give life a chance.
Georgia: Donated organs - Saved lives; Become a donor, save life.
Croatia: Organ donation - new gift of life.
Montenegro: Gift of LIFE as a gift.
Germany: You have the power to donate life - be an organ donor.
The Council of Europe public awareness campaign will include a focus on a certain
theme. Each year a different main theme will be chosen, and the slogan will derive
from the idea. All countries must follow the campaign premise. However, there is al-
ways room to include key messages adapted to the local audience and languages.
Picture 21
Logo for organ and tissue donation
of the Council of Europe, EDQM
36
5.2 WEBSITE
You need a good, interactive website providing basic information about the EDD cel-
ebration and contact: mention the phone number, postal and e-mail address. You can
establish a website within your institutional page or create a special page; either way
do not forget to post a link to the Council of Europe and social media networks you will
use in your promotional strategy.
Note that web publishing is a cost-free and efficient way of spreading information;
therefore, try to use your website as much as possible. Be creative at sharing the mes-
sages, motivating and informing the public. It might be helpful to highlight success
stories and some patients’ statements.
Picture 22
www.europeandonationday.org
37
One of the referential sites for your event should be www.europeandonationday.org.
Use the available information and material.
On the day of the celebration, you can make a website a live and interactive place of
communication. Share photos and videos from the event (live streaming).
If you have a professional symposium or roundtable on the schedule of the celebra-

tion, make sure that afterwards you publish the lectures on the website. In this way
you make them accessible for those who could not attend or prefer staying at home
in front of a computer. It is possible to organize a webinar (website seminar) as well.
It is important to share the ideas and lectures among the professional and broader
public, as this can support progress in transplantation medicine.
DO NOT FORGET
• Text on a website has to be clear and concise
• Be creative
• Follow the traffic counter
• Information on the site has to be easily accessible
• Refer to the website on all promotional materials (flyers, posters, etc.)
• Engage the public
38
5.3 NEW MEDIA TOOLS AND SOCIAL NETWORKS
Nowadays it is almost impossible to imagine organizing a public event without the use
and support of new media tools. A number of open access social network channels
enable online event promotion, public involvement, interaction and material sharing.
Why not make your EDD celebration a virtual, interactive and global event?
Since new media development is an extremely dynamic and rapidly developing field,
try to use the latest and most popular social media tools. Currently the most popular
online means are Facebook, Twitter, Flickr, RSS, My Space, You Tube, blogs, podcasts
and SMS.
Picture 23
Currently the most popular online
tools
Why use the social media services:
• Potential for reaching the public: by using social network sites it is possible to
quickly promote and make an EDD a global event. You provide users with access to
credible information when, where, and how users want it.
• Transparency: no cheat code involved, no black hat techniques allowed, members

can choose to associate with you or opt out.
• Size: new media networks have more than a million users globally.
• Boost website traffic: social media is probably the fastest and easiest means of
redirecting traffic to your website.
• Public participation: you can motivate people to participate at the event whether
they prefer staying at home at their computers or they attend the actual celebra-
tion. Get people to participate in the discussions, posting pictures, spreading the
news, sharing opinions, and so on.
39
SOCIAL MEDIA PROMOTIONAL STRATEGY
Before you start using social media tools you will have to prepare a good long-term
strategy. Social media needs to be integrated into overall communication planning, ac-
tivities and evaluation. Strategy is a tool which will help you achieve successful promo-
tion of the event and raise public participation and engagement at the celebration. You
have to address the issue of how to raise public awareness, how to express acknowl-
edgment to the people involved, and how to establish trust among the general public.
To raise public awareness you could, for example, use the YouTube channel: prepare
short educational films about organ and tissue donation or document the life stories of
transplanted patients and post them on the YouTube, your website, on Facebook and/
or on other social media.
Another example is Facebook: you could invite your Facebook friends to put the EDD
slogan or other statement related to organ donation on their walls and in their sta-
tuses. Additionally they could further encourage their own Facebook friends to do so
in order to multiply the effect.
A different option to engage and attract more people to the celebration is to organize
a competition on the social networks for the best picture or video of the celebration.
Example Besides establishing and keeping an active local EDD Facebook profile, the organizers
in Monte Negro invited people to participate and vote for the best photo. Photos were
the creative response of the students from the Faculty of Visual Art to the initiative
“Gift of LIFE as a gift”.
However, be flexible and adjust your strategy according to the development of the
organization of the event. First do some background research on the field. It is very
important to choose the most suitable media tools depending on the target group you
would like to reach. It might be useful to use the same image (you could use the logo)
and profile name on all social networks.
40
WHAT YOU NEED FOR YOUR STRATEGY
• A clear purpose
(for example: what would you like to achieve with your Facebook profile?
Perhaps a group of people who will provide feedback on the topic posted)
• A good strategy (promotion plan)
• Suitable media tools
• A confident (clear) message
• Multiple formats (because of different ways of interacting)
In the following section we explain why it might be useful to use Facebook, Twitter,
Blog, Flickr and YouTube as a part of promotional strategy.
WHAT DO WE GET WITH FACEBOOK?
Facebook is one of the most popular media tools. It enables you to share photos of
the event, post short notices, start a discussion or announce and invite people to the
celebration. You will achieve greater success if you assign someone from your working
group to follow it daily. You can create a personal profile (on behalf of your organiza-
tion), a group or a fan page. You can also share your Twitter account. One way of mak-
ing use of Facebook for promotion is to invite users to put the EDD logo as their profile
picture, as an indication of their support for and awareness of organ donation.
If you will open a FB profile, mantain it active. Do not forget to link your FB page and
website.
41
WHY USE TWITTER?
On Twitter you can post brief daily news items about the EDD event or about organ
donation and transplantation and share photos. You can promote your Twitter ac-
count on other social networks.
Twitter will enable you to analyze followers and evaluate your effort.
WHY BLOGGING?
With blogging, which is a growing trend, you can easily reach a wide range of people.
On blogs you can share a description of different activities you are preparing, you can
write longer text, thoughts, interviews, etc., or you can use it as a diary of the EDD
celebration. You might also use it as material for the media. Moreover, blogging allows
you to use it as a forum, where you get feedback from followers.
WHY INCLUDE YOUTUBE?
With YouTube you can create and optimize your videos. Videos are a good way of shar-
ing live pictures. With videos you can give a good public presentation, engaging with
the media or speaking at a conference. You can have open or limited access.
WHEN USING SOCIAL NETWORKS, TRY NOT TO FORGET TO

• promote your media tools on your web page, flyers, posters
• motivate followers and keep them engaged
• post short and simple texts
• post frequently
42
WHY USE FLICKR?
Flickr is a very popular photo-sharing and hosting service with advanced and powerful
features. On Flickr you can create a virtual community where members can exchange
or share photos. Flickr offers you a place where you can post and share the photos
from your EDD events and make them available to the public. You can also tag the pho-
tos with names, the location or event description. Tagging and notating features is very
useful since the public is able to find and make sense of your photos. Similar services
are offered by Picassa.
Picture 24
Photo streem from EDD celebration
in Tbilisi (Georgia) 2010 available
and shared on Flickr
43
5.4 WORKING WITH THE MEDIA
You will have to work with the media to spread news about the event. Good commu-
nication is crucial for its success. As Hovland (2005) has pointed out, communication is
a two-way process: when communication is done well, it benefits not only the “recipi-
ent”, but also the sender. That is why you should not overlook the feedback you will
receive from your target audience: reflect on the message and knowledge you were
able to disseminate (for more, see the section 6. Evaluation).
Try to make a connection with different types of media: e.g. TV stations, daily news-
papers, radio stations. The TV channel Euronews could be your media partner as well.
Live television broadcasting of the activities for the public (music concerts, sports com-
petition) will add to the successful realization of your event.
Example USE OF THE TV AS A PROMOTIONAL TOOL
A In Czech Republic a TV semi-documentary series “Narrow escape” (Život na vlasku).

Starting in September the biggest private TV station NOVA TV broadcast every Wednes-
day an eight-part series during the prime time evening programme. The TV series was
shown to have great potential for educating, raising awareness and questions among
the public. Various studies have confirmed the power of TV drama to motivate TV view-
ers to change their health behaviour (see Movious et al. 2007).
B A second example of derives from Croatia, 2010 when a birthday cake for the press
conference was prepared on the very popular cooking show (for more about the event,
see the section bellow Organization of the press conference).
The results of the EDD survey 2010 show how important TV, radio and newspapers are.
Questions regarding information on organ donation and transplantation showed that
respondents (52% to 85% in different countries) would like to receive more information
about organ donation and transplantation.
44
Respondents had the strongest interest in general subjects of organ donation (for ex-
ample who can become an organ donor, who is a potential recipient, who gets the or-
gans, etc.). Respondents also reported they would like to receive information through
TV shows or in daily newspapers. The “traditional” media also have the ability to dis-
seminate the information to a large audience efficiently.
Remember that the media is a crucial partner in the promotion of the event.
Try to maintain a good and sustainable relationship with your media partner.
For your cooperation with the media you will need to make a list of relevant key media.
Form a mailing list and update it regularly. Get in contact with potential media partners
and try to arrange interviews for significant persons associated with the event (health
professionals, patients with great stories and experiences, famous performers, etc).
Also prepare a short and interesting announcement mentioning the objectives of the
upcoming EDD celebration. This concise notice should work in different contexts: from
newspapers, websites, schools, health care centres (and other institutions) to social
networks.
45
5.4.1 PRESS CONFERENCE
A press conference is an efficient way of communication with the media when you are
announcing the event and releasing a new initiative. You should organize it one or two
days before the EDD celebration. For a successful press conference consider the fol-
lowing suggestions.
You cannot influence the questions of the journalists, but you can always control your answers.
PRESS KIT
For the press conference you need to prepare a press kit in printed version and/or on
Universal Serial Bus (USB) or CD. The press kit should include:
• Frequently Asked Questions for the media

• A short biography of the main speakers
• Use graphs to demonstrate facts
• Fact sheet (valuable statistics in transplantation medicine) with key messages you
want to spread
• A short story/press release including background of the event and highlights
When working with media you should be prepared to answer questions very precisely
with exact data.
46
pe every da
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a
F val rates a re at least 70%.
s
i
ou
t
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One donor can help up
of
ally ill persons.
50,0
Thousands of people suff er daily or even die waiti ng for an organ.
00 people o
Organ and tissue transplantation is in many cases the only method to improve the condition
n or can sa of the patient or to save a life.
ve
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ORGANIZATION OF THE PRESS CONFERENCE

• Provide and easily accessible location (with available parking), enough space for
cameras and sufficient number of press kits.
• Do not have more than three speakers.
• Invitation letters to journalists should be sent out early enough.
Do not forget to send journalists a reminder a day before the press conference.
• Invite the journalists you want to be present at the press conference personally
(those who cover the field of health care in the most influential media).
• Prepare a detailed plan of leadership and clear division of roles of the invited speakers.
• The press conference should not take more than 30-45 minutes.
• Start on time.
• Start with the most important message, then move into details.
• Your message should be important, new, clear and short.
• Use sound bites when spreading the message.
47
• Speak clearly, do not read the speech.
• Avoid duplicating content with other speakers.
• Be prepared for the “questions and answers” at the end of the press conference.
• Although journalists will be interested in some other topics,
try to keep their focus on the main subject (EDD celebration).
• After the press conference do not forget the distribution of additional information if
promised. Be available for additional questions.
Example Good practice from Croatia (2010): a successful and interesting press conference was
called “my second birthday”. After the formal part of the press conference the highlight
of the event was the testimony of a patient who recently received a heart transplant.
The patient’s story was named “my second birthday” because the transplantation was
performed exactly on the day of his 50th birthday. The emotional moment for every-
body was when a birthday cake in the shape of a heart and adorned with two candles
was presented to him by the hospital transplant coordinator. They both thanked the
donor for the “gift of life”. After the press conference, guests and journalists were in-
vited to taste the delicious birthday cake.
Adding value to the whole event was the idea that the cake was made on the very
popular TV cooking show “At Ana’s” by Ana. The guest at that edition was the hospital
coordinator.
Picture 25
The transplanted patient receives a birthday
cake from the hospital transplant coordinator
involved in the transplantation process
48
5.4.2 EDITORIALS
Editorial pages are a great place to express your opinion or share a view. You can invite
and ask prominent opinion makers or professionals to write editorials for daily news-
papers. Or you can yourself write an opinion letter to the editor and use op-ed pages
in the newspapers to highlight the message of the event.
5.5 CELEBRITIES
Some people like to invite celebrities as spokespersons at events. You can invite a ce-
lebrity to support the idea and spread the pro-organ donation message. Be careful not
to overcomplicate, and do not spend too much time in contacting persons and adapt-
ing to them. Do not think that you will fail if you do not have a celebrity present at the
event.
5.6 LIGHTING IN GREEN
Green is the colour of organ and tissue donation. You might consider talking to the city
authorities to light famous buildings (city hall, castle, parliament, etc.) already a week
before the celebration in green as a sign of support of organ donation and transplanta-
tion.
49
5.7 PROMOTIONAL MATERIALS
Think about the promotional materials you might want to use beforehand and distrib-
ute at the event. Usually national organizations for organ donation and transplanta-
tions already have some promotional materials they use for their promotion. In order
to avoid additional costs you might combine old material with new (e.g. by adding a
new slogan/logo).
You can consider having T-shirts (with printed logo and slogan), umbrellas (also helpful
in case of bad weather), stickers, badges, balloons, bracelets, banners, large format
graphics, leaflets, posters, and so on. All promotional material needs to be in line with
the logo and slogan of the event.
You need to have the promotional materials ready well in advance! Be in line with the
budget and check how much and what kind of promotional material you can afford.
You can send the promotional materials to schools, libraries, universities, NGOs etc.
with which you can forge a partnership.
For some examples of promotional materials, please visit the website
www.europeandonationday.org/resources.
Example HOW TO AVOID BEING BEHIND SCHEDULE WITH PROMOTIONAL MATERIALS
Sometimes, due to organizational and other obstacles, it is impossible to have a defini-

tive schedule of the programme ready months in advance. What you can do is to have
the graphic layout of the posters and leaflets prepared in advance. When you have the
programme you just fill it in.
Picture 26
Badges, leaflets and T-shirts and
poster as part of the promotion-
al materials at the EDD celebra-
tion in Slovenia 2009, 2010
50
51
6. EVALUATION
6 EVALUATION
T hroughout the event organization you should think about the evaluation of the
event. The evaluation is important for several reasons, and the goals of the activ-
ity are to assess:
• whether the objectives of the event have been met,

• what worked and what did not,
• what can be improved in the future.
To conduct a proper evaluation, define the indicators already when planning the
event. You have to decide what or which segment of the celebration you would like to
evaluate. This will enable you to choose:
• the evaluators (professionals, staff, attendees of the event, etc.),
• an appropriate method.
Do not forget about the potential of all new media tools for the evaluation. Include
the numbers you will get from social networks in the evaluation activity.
Using internet social networks and mobile phones could help you evaluate the success of the
event. Based on numbers you can easily monitor, you will be able to rate the level of participa-
tion and involvement of the public. You are always able to see the number of people participat-
ing on Facebook, the number of followers on Twitter, the number of hits on a certain picture or
a video, number of messages/comments sent, etc.
52
6.1 EXAMPLES OF THE EVALUATION
THE EVALUATION OF THE EVENT SHOULD BE
Useful: all findings must be useful for you and for the future organizers of EDD.
Independent: the results and conclusions of the evaluation must be bias-free.
Credible: the evaluation must be objective, rigorous and impartial.
Transparent: the findings of the surveys should be available to all stakeholders.
Example Bellow are two examples which you may find helpful when evaluating the event. The
subjects of the evaluation depend on the two main goals of the EDD event: to raise
public awareness about organ donation, and to express acknowledgment to the peo-
ple involved in the process of transplantation.
A TO RAISE PUBLIC AWARENESS
• Analyze media coverage of the event, where possible indicators can be

(media clipping):
- number of journalists attending the press conference
- number of published articles
- number of other types of media coverage (TV interviews, radio shows, etc.)
- number of hits on the official web page of the event, etc.
• Analyze the participants at the event to check their awareness of organ donation
with a short survey. When constructing the questions, do not forget you need to get
information about their awareness of organ donation (see tips below).
• A short survey of the general public before/after the event can be done.
Tips:
- Contact research experts to advise you on methodology and
representative sampling,
- Plan proper variables that will measure awareness-raising potential
(information and knowledge about organ donation),
- Ask brief and clear questions that are closely related to the
information you spread at the event,
53
- Think about the cheaper but still reliable options of interviewing such as
web (computer) based interviewing,
- Compare the results before and after the event.
TO EXPRESS ACKNOWLEDGMENT TO ALL THE PEOPLE INVOLVED in the transplant pro- B

cess (transplant patients and their families, organ donor families, health care profes-
sionals).
Possible indicators can be:

• the number of invited guests: transplant patients, donor families, health care
professionals
• the number of actual participants
• the number of published articles or other forms of media coverage etc.
54
6.2 EDD SURVEY 2010
The “EDD survey 2010” has been mentioned several times already. The survey’s statis-
tical results confirmed the purpose of having the EDD celebration. The conducted sur-
vey could be used as a baseline for future evaluation of the impact of the EDD events.
Below is a description of the survey. For more detailed information, please visit the
website www.europeandonationday.org. A sample of the questionnaire you might
want to use for the evaluation of the event is available on the website as well.
Note that you should not expect a big impact on the public after only one event. To be-
come a donor is not a small change in the behaviour of a person. A number of different
actions and situations contribute to one’s decision to sign a donor card.
In 2010 an evaluation survey of the European Donation Day celebration was done in Slove-
nia, Austria, Croatia, Czech Republic and Slovakia. The aim of the research was to measure the
awareness-raising potential of the EDD celebration among the general public. Web interview-
ing (CAWI) was performed in two waves: A month before the event and again right after the
event. Questions about the public’s information, knowledge, and opinions on organ donation
and awareness of the EDD celebration were asked. In each country a sample of 700 respondents,
representative according to gender, age and region, was used. A comparison of the results before
and after the celebration showed an impact of the EDD celebration on the variables measured.
The major findings of the survey show that after the EDD event in 2010:
• The public received more information on organ donation.

• Information on some particular subjects regarding organ donation was better disseminated.
• Awareness of the EDD celebration among the general public was higher.
• A part of the general public obtained new and interesting information about organ donation.
new information influenced their opinions, feelings and decision making in a positive way.
55
THE MOST INTERESTING RESULTS OF THE SURVEY IN GRAPHICAL REPRESENTATION
1. Information about organ donation and transplantation

…how much information on this topic have you received in the last year? (base=all respondends)
Information about organ donation and transplantation
How much information on this topic have you received in the last year? (base=all respondence)
No infomation (0) Little infomation (1-2) Some infomation (3-6) A lot of infomation (more than 6)
1st wave 37% 46% 14% 2%

AUSTRIA
2 wave
nd 37% 50% 11% 2%
1st wave 15% 50% 29% 7%

CZECH REPUBLIC
2 wave
nd 10% 48% 32% 9%
1st wave 12% 48% 29% 11%

CROATIA
2nd wave 7% 41% 34% 19%
1st wave 10% 50% 32% 8%

SLOVAKIA
2 wave
nd 6% 45% 37% 11%
1st wave 19% 47% 27% 8%

SLOVENIA
2 wave
nd 13% 45% 33% 10%
Figure 5
The amount of information received on organ donation and transplantation in the last year: comparison of the
results (before-1st wave/after-2nd wave) in all participating countries
56
2. European Donation Day
…Have you heard that we celebrate European Donation Day in Europe? (base=all respondends)
European
European donationday
donation day
HaveHave
youyou heard
heard that
that wewe celebratea aEuropean
celebrate European donation
donation day
dayininEurope?
Europe?(base=all respondence)
(base=all respondence)
4% 3% 11% 15% 28% 44% 13% 16% 19% 32%

4% 3% 11% CZECH15% 28% 44% 13% 16% 19% 32%
AUSTRIA CZECH
REPUBLIC CROATIA SLOVAKIA SLOVENIA
AUSTRIA REPUBLIC CROATIA SLOVAKIA SLOVENIA
Do you approximately knov, in which month ? (base=all respondence)

…Do
Do you you approximately
approximately know
knov, in which month in which
? (base=all month? (base=all respondends)
respondence)
• % of respondenc who noticed “October” (or “September” in CZ)
European donation day
Have you heard that we celebrate a European donation day in Europe? (base=all respondence)
0% 1% 0% 0% 3% 22% 3% 7% 4% 16%
CZECH
0% AUSTRIA
1% 0%REPUBLIC
0% 3%
CROATIA22% 3%
SLOVAKIA 7% 4%
SLOVENIA 16%
CZECH
4% 3% 11% 15% 28% 44% 13% 16% 19% 32%
CZECH
Figure 6
Information about the EDD celebration: comparison of the results 1st wave 2nd wave
(before-1st wave/after-2nd wave) in all participating countries
Do you approximately knov, in which month ? (base=all respondence)
0% 1% 0% 0% 3% 22% 3% 7% 4% 16%
CZECH
57
58
7. REFERENCES
7 REFERENCES
• Action Plan on Organ Donation and Transplantation (2009-2015): Strengthened Cooperation between
Member States. Commission of European Communities, Brussels, 8 December 2008.
• BERTENS, Hans (1995). The Idea of the Postmodern. Routhledge, London and New York.
• CAMPION - VINCENT, Veronique (2005). Organ Theft Legends. University Press of Mississippi, Mississippi.
• HOVLAND, Ingie (2005). Successful Communication: A Toolkit for Researchers and Civil Society Organisa-
tions. Overseas Development Institute. London.
• International Figures on Donation and Transplantation Activity, 2009. Council of Europe. Newsletter Trans-
plant, Vol.15, N°1, September 2010.
• JEMPSON, Mike (et al) (2005). Working with the Media: Health and Environment Communication. WHCA
Action Guide. World Health Communication Associates.
• KREKULA, LG, MALENICKA, S, LINDER, M, TIBELL, A. (2008). From words to action – influence of two organ
donation campaigns on knowledge and formal decision making. Clinical Transplantation, 23, 343-350.
• LOCK, Margaret ( 2002). Twice Dead: Organ Transplants and the Reinvention of Death.
University of California Press. London.
• LYOTARD, Jean-François (1979, 1984). The Postmodern Condition. Manchester University Press. Manches-
ter.
• Meeting the Organ Shortage (2000): Current Status and Strategies for Improvement of Organ Donation.
Council of Europe Publishing.
• MORGAN, S.E., MILLER, J.K. (2002). Beyond the organ donor card: The effect of knowledge, attitudes and
values on willingness to communicate about organ donation to family members. Health Communication,
14, 121-134.
• MOVIOUS, Lauren (et al) (2007). Motivating television viewers to become organ donors. Cases in Public
Health Communication and Marketing. June 2007.
• SCHEPER-HUGHES, Nancy (2001). Commodity fetishism in organs trafficking.

Body and Society 2001 7 (2-3), 31-62.
• SCHEPER-HUGHES, Nancy (2004). Parts unknown: Undercover ethnography of the organs-trafficking

underworld. Ethnography 2004 5(1), 29-73.
• SMITH, SW (et al.) (2004). Encouraging family discussion on the decision to donate organs: The role of the
willingness to communicate scale. Health Communication, 16, 333-346.
59
• The Global Embrace Handbook (2001). World Health Organization. Geneva.
• WELSCH, Wolfgang (1993). Unsere postmoderne moderne. Akademie Verlag, Berlin.
• WENGER, AV, SZUCS, TD (2010). Predictors of family communication of one’s organ donation intention in
Switzerland. International Journal of Public Health, DOI 10.1007. Published online 22 April 2010.
INTERNET SOURCES
• Key facts and figures on EU organ donation and transplantation. Directorate-General for Health and Con-
sumers. Retrieved on December 20, 2010 from
http://ec.europa.eu/health/ph_threats/human_substance/oc_organs/docs/fact_figures.pdf
• Eurobarometer survey on European Organ Donation 2009. Retrieved on January 4, 2011 from
http://ec.europa.eu/public_opinion/archives/eb_special_en.htm
• The Health Communicator’s Social Media Toolkit. Centers for Disease Control and Prevention, Office of the
Associate Director for Communication. Retrieved on January 10, 2011 from
http://www.cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf
• Get inspired! The World Diabetes Campaign Book. Retrieved on January 10, 2011 from
http://www.worlddiabetesday.org/activities/campaign-book.
• Organ shortage: current status and strategies for improvement of organ donation: A European consensus
document. Retrieved on January 15, 2011 from
http://www.edqm.eu/medias/fichiers/Organ_shortagecurrent_status_and_strategies_for_improvement_
of_organ_donation_A_European_consensus_document.pdf.
• http://www.edqm.eu/en/European-Day-for-Organ-Donation-and-Transplantation-1223.html, checked
January 10, 2011.
OTHER
Internal partners’ conversations, meeting reports, documents produced and photos taken during the project
“Developing Guidelines for the Organization of a European Donation Day”, 2009-2011. For more about the
project, please see www.europeandonationday.org.
60
61
8. ADDITIONAL RESOURCES
8.1 CHECKLIST
ACTION DESCRIPTION CHECK
COLLECT INFORMATION Get informed, check relevant and important sources
Mobilize the community; invite people of various

backgrounds to join the organizing committee or
advisory board; form a working group. Distribute the
FORM THE EDD COMMITTEE roles and tasks.
You will need a good website with listed contacts,

DESIGN A WEBSITE information and description of the event.
Select an appropriate location for the celebration and

DO NOT FORGET TO DOCUMENT THE ENTIRE PROCESS
SELECT A LOCATION enquire about the necessary permits.

SECURE FINANCING Check what your budget allows you; mobilize the
OF THE EVENT funds and seek sponsorship and donations.
Open profiles and form groups on the available social

networks. Be active, respond to comments and up-
USE SOCIAL NETWORKS date the profiles regularly.
Out of the recommended activities draw up a pro-

gramme that suits your needs and possibilities. Con-
tact potential guests and performers. Do not forget
DRAW UP THE PROGRAMME about a moderator for the event.
DEVELOP PROMOTIONAL Decide which promotional materials you are going to

MATERIALS use and have them developed.
Either outsource the promotion of the event or follow

PROMOTE THE EVENT our suggestions for successful promotional activities.
WORK WITH THE MEDIA Use all available communication channels.
ORGANIZE A PRESS CONFERENCE Two day before the event prepare a press conference.
Confirm that your invited speakers and guests are

CONFIRM GUESTS coming, and that technical equipment at the venue is
AND TECHNICAL EQUIPMENT adequate.
Do not forget about video and photo documentation

DOCUMENT THE EVENT of the event.
EVALUATE THE EVENT Evaluate the success of your activities and event.
Send thank you letter to sponsors/donors and every-

THANK EVERYBODY body involved.
62
8.2 USEFUL WEBSITES
DESCRIPTION HTML ADDRESS
EUROTRANSPLANT INTERNATIONAL
FOUNDATION http://eurotransplant.org
EUROPEAN DIRECTORATE FOR THE QUALITY
OF MEDICINES AND HEALTHCARE http://www.edqm.eu
ESOT: EUROPEAN SOCIETY FOR ORGAN DONATION http://www.esot.org
FAIRTRANSPLANT FOUNDATION http://www.fairtransplant.org
NEWSLETTER TRANSPLANT http://www.edqm.eu/en/News-and-General-

Information-44.html
THE TRANSPLANTATION SOCIETY http://www.tts.org
EUROPEAN KIDNEY PATIENTS’ FEDERATION http://www.ceapir.org/wb
WORLD TRANSPLANT GAMES http://www.wwtgsaintefoy2010.org
ETCO: EUROPEAN TRANSPLANT
COORDINATORS ORGANIZATION http://www.etco.org
INTERNATIONAL LIVER TRANSPLANTATION SOCIETY http://www.ilts.org
EUROPEAN ASSOCIATION OF TISSUE BANKS http://www.eatb.org

COUNCIL OF EUROPE http://www.coe.int
TRANSPLANT LIVING: ORGAN DONATION AND
TRANSPLANTATION INFORMATION FOR PATIENTS http://www.transplantliving.org
EUROPE FOR PATIENTS http://ec.europa.eu/health-eu/europe_for_
patients/index_en.htm
63
8.3 EXAMPLES OF PRESS KIT, POSTERS, LEAFLETS, PROMOTIONAL MATERIALS
This brochure is environmentally friendly.
Please visit www.europeandonationday.org/resources to have a look at the

examples of promotional and practical materials developed during the EDD events in 2010.
64
ANY QUERIES REGARDING THE TOOLKIT SHOULD BE ADDRESSED TO
Slovenia Transplant
Zaloška 7
1000 Ljubljana
Slovenia
e-mail: info@slovenija-transplant.si
65
TEAM IN THE PROJECT
“DEVELOPING GUIDELINES FOR THE ORGANIZATION OF A EUROPEAN DONATION DAY”
Associated partners
SLOVENIA-TRANSPLANT
www.slovenija-transplant.si
Danica Avsec, Gorazd Čebulc, Martina Konda, Helena Konda, Boštjan Kušar,
Bernarda Logar Zakrajšek, Oskar Letonja, Mateja Mahnič, Dušan Požek,
Zvonka Simčič, Jana Šimenc
TRANSPLANT COORDINATING CENTRE PRAGA

www.kst.cz
Pavel Brezovsky, Premysl Fryda
MARTIN FACULTY DEPARTMENT OF TRANSPLANT AND VASCULAR SURGERY

www.ncot.sk
Ludovit Laca, Juraj Miklusica, Alexander Sendrej, Mazyar Fani
MINISTRY OF HEALTH AND SOCIAL WELFARE REPUBLIC OF CROATIA,

DEPARTMENT FOR SPECIAL HEALTH CARE AND TRANSPLANTATION
www.mzss.hr
Mirela Bušić, Branka Malnar Grubišić, Martina Anušić Juričić
MEDICAL UNIVERSITY VIENNA, DEPARTMENT OF SURGERY, UNIT OF TRANSPLANTATION

www.akhwien.at
Ferdinand Mühlbacher
Collaborating partners
EUROPEAN DIRECTORATE FOR THE QUALITY OF THE MEDICINES

www.edqm.eu
Jean Marc Spiesser, Marie-Emanuelle Behr-Gross, Marie-Odile OTT
66
EUROTRANSPLANT INTERNATIONAL FOUNDATION
www.eurotransplant.org
Axel Rahmel, Arie Oosterlee
KLINIČKI CENTAR PODGORICA – MONTENEGRO

Marina Ratkovič, Vladimir Prelević
MINISTRY OF HEALTH OF THE REPUBLIC OF SERBIA

www.zdravlje.gov.rs
Mirjana Laušević, Mira Kontić
MINISTRY OF HEALTH OF FEDERATION OF BOSNIA AND HERZEGOVINA

www.fmoh.gov.ba
Lada Sarajlić
GEORGIAN ASSOCIATION OF TRANSPLANTOLOGISTS (GAT)

www.transplantation.ge
Gia Tomadze, Kristina Alkhazova, Alisa Kireulishvili, Archil Chkhotua
67
EUROPEAN
DONATION
TISSUE
ORGAN
DAY
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EUROPEAN

DAY To o l k i t fo r Eve nt O rga n i ze rs

“This publication arises from the project “Developing Guidelines for

DAY To o l k i t fo r Eve nt O rga n i ze rs

Edited by Danica Avsec and Jana Šimenc

The publication is also available electronically and can be downloaded at www.europeandonationday.org

CIP - Kataložni zapis o publikaciji

EUROPEAN donation day : toolkit for event organizers /

Special thanks go to the following people: Jean Marc Spiesser, Marie-Emmanuelle

3 PLANNING OF THE EVENT 13 - 25

P romotion of transplantation medicine and increasing public awareness of the do-

Distinguished professionals from Slovenia, Austria, Slovakia, Croatia, Czech Republic,

Prof. Philippe Morel, the founder of European Donation Day

T ransplantation medicine is a very dynamic medical discipline. In recent decades

Nr. of Nr. of Nr. of

1969 450 109 9

1969 450 109 9

Kidney Liver Heart Lung Pancreas

“Organ transplantation depends on a social contract and a social trust,

In order to respond to above-mentioned ideological disjunctions, the public needs to

• To share and discuss challenges and innovations in transplant medicine among

Therefore the main target groups of European Donation Day are:

Moreover, the EDD evaluation survey conducted by Slovenia Transplant in 2008

Towards a unified European Donation Day: the second Saturday in October.

• Maintain high universal ethical standards throughout the process.

One option to attract the involvement of younger generation is to motivate them

CELEBRATION AND THE ENVIRONMENT

3 months weekly 1 week

The organization of the EDD celebration is a non-profit activity.

Your financial plan will help you identify:

SPONSORS AND DONORS

THANK YOU LETTER

RECRUITMENT OF NEW DONORS

Choose a very popular sport of your community. It is useful to concentrate on empha-

EVENTS/FACILITIES FOR THE CHILDREN

Picture 10, 11, 12

With a form of inter-religious service you express acknowledgement to organ donors,

Transplant medicine is a rapidly developing science and practice. A symposium/semi-

Professional meetings should focus on an actual theme in transplant activity of the

Example SCHEDULE OF THE EVENT

• “Run for life and joy” (8 km)

Venue: of Ljubljana and with the cooperation

Central park Tivoli

Patronage: • Music programme

EXP Premier REof VIC

Central park Tivoli

Example SLOGANS ORGANIZERS HAVE USED AT THEIR CELEBRATION

Austria: Give so others may live.

If you have a professional symposium or roundtable on the schedule of the celebra-

Why use the social media services:

• Transparency: no cheat code involved, no black hat techniques allowed, members

WHAT DO WE GET WITH FACEBOOK?

WHY INCLUDE YOUTUBE?

WHEN USING SOCIAL NETWORKS, TRY NOT TO FORGET TO

Example USE OF THE TV AS A PROMOTIONAL TOOL

A In Czech Republic a TV semi-documentary series “Narrow escape” (Život na vlasku).

• Frequently Asked Questions for the media

ORGANIZATION OF THE PRESS CONFERENCE

• Your message should be important, new, clear and short.

• Use sound bites when spreading the message.

5.6 LIGHTING IN GREEN

Example HOW TO AVOID BEING BEHIND SCHEDULE WITH PROMOTIONAL MATERIALS